iFood

BRQ and iFood drive customer recurrence at Brazil's leading delivery platform

Smiling woman holding a phone with an iFood discount coupon on the screen

Services

  • Qualitative and Quantitative Research
  • Customer Journey
  • User Insights and Behavior Drivers
  • Opportunity Roadmap

How we made an impact

We combined transactional data with qualitative research to understand iFood's different user profiles, identifying the motivators that define each consumption journey and helping build a more personalized, user-centered experience.

The challenge

A pioneer and market leader, iFood constantly seeks to better understand its consumers, especially its most frequent customers. After all, what is the journey of loyal customers, and of those with the potential to increase their frequency? And what really motivates them to choose iFood? That was the challenge BRQ and iFood tackled together in an extensive study with customers.

“O mais importante do projeto que fizemos juntos foi conseguir mapear os objetivos do consumidor em cada ocasião de compra e conseguir dar luz às suas semelhanças e diferenças. Também priorizamos as demandas no iFood a partir dos pontos de melhoria de cada jornada, sabendo em que ocasião, em que momento é melhor atuar. Recorremos ao estudo de vocês com frequência, ele não morre. Ele tá sempre vivo aqui em várias frentes, seja de negócio, seja de experiência, de tudo o que estamos estudando.”
Carolina Fonseca Insights & Mkt Intelligence Head, iFood

What we did

Rather than just analyzing statistics, BRQ and iFood decided to dig deeper. By merging transactional data with qualitative research, we were able to understand the needs of iFood's different user profiles. That's when we discovered it: there are two motivators that define the user experience, depending on the context in which their consumption occasions occur, and each one called for a distinct service journey.

We helped shape iFood's product strategy, driving a shift in perspective. iFood began offering an even more personalized, user-centered experience, boosting loyalty and consolidating its market leadership position.

Digital solutions

Customer success stories

View case studies